>> maybe only 1% of users are buying, we see collecting and education part of the same thing. everyone who pis art started off learning about it because they were lucky enough to go to school within our history program or had parents and friends interested in art. we see education as a good thing in itself but creating a new generation of collectors in the future. >> there's an interesting thing in t"the times" about valuation and where they're going and based on. we keep seeing numbers more and more crazy. the art world fools like the ate equity fund of the '80s and hedge fund of the '90s. do you trust these as they come out? >> i'm really not an expert on valuation of art, it's a product of the market. i will say as a result of more information freely accessible online, these markets get more efficient. interesting they brought up back in the '80s you want to buy or sell a certain financial security, you have be on the phone with someone and they have to be on the phone to make a sale. now that the exchanges aggregated the data you can buy it a lot more efficiently. we're es